Key Takeaways
- LakePoint Sports renews five-year partnership with Coca-Cola Bottling Company United through 2029
- Agreement brings upgraded beverage equipment, expanded self-service kiosks, and premium product assortments across the 1,300-acre campus
- Partnership focuses on improved speed of service and elevated guest experience for millions of annual visitors
- Coca-Cola United will maintain prominent on-campus branding and activations throughout signature events and peak visitation periods
Strategic Investment in Guest Experience Infrastructure
LakePoint Sports announced a five-year partnership renewal with Coca-Cola Bottling Company United, extending their relationship through 2029. The agreement represents an expansion of Coca-Cola United’s investment in the Georgia campus, introducing new beverage equipment, self-service solutions, and enhanced product offerings designed to serve LakePoint’s growing visitor base.
According to Greg Barckhoff, EVP of Partnerships & Marketing at LakePoint Sports, the renewal reflects Coca-Cola United’s confidence in the facility’s trajectory. “As LakePoint has grown, their confidence in our mission, vision, and trajectory has only strengthened,” Barckhoff said. “This renewal reflects that shared growth and enables them to invest further in our partnership, bringing new equipment, innovative self-service solutions, and enhanced offerings that elevate the guest experience across our entire campus.”
Expanded Beverage Operations Across Campus
The renewed agreement includes upgraded points of sale, modernized equipment, and expanded self-service kiosks positioned throughout LakePoint’s campus and common areas. The infrastructure improvements aim to support increasing scale and peak visitation periods while creating faster, more convenient service for guests attending tournaments and events.
Coca-Cola United will maintain prominent branding presence and activations aligned with LakePoint’s sports calendar and periods of heightened regional sports interest. The beverage company will continue providing on-campus engagement during high-traffic weekends and marquee national tournaments.
Long-Term Partnership Approach to Youth Sports
The partnership extension aligns with both organizations’ commitment to youth sports and community-centered experiences. Darren Hodges, Division Vice President of Coca-Cola United, emphasized the campus’s role as a gathering place. “LakePoint’s campus brings people together through sport, and we’re excited to build on those occasions by refreshing their guests with our ice-cold Coca-Cola products,” Hodges said.
The agreement positions Coca-Cola United as a long-term infrastructure partner rather than a short-term sponsor, with investments focused on operational improvements and guest service enhancements. The partnership model demonstrates how facility operators can secure multi-year commitments from major brands by offering scale, consistent attendance, and opportunities for meaningful on-site presence.
What This Signals for Facility Partnership Strategy
LakePoint’s ability to secure a five-year renewal from a major beverage partner reflects the value proposition that large-scale youth sports campuses offer to consumer brands. The deal structure prioritizes infrastructure investment and operational integration over traditional sponsorship models, creating mutual value through improved guest experience and sustained brand visibility.
For facility operators, the partnership demonstrates how scale and consistent traffic can translate into long-term brand commitments that support operational improvements. For brands, the agreement shows continued investment in youth sports as a channel for reaching family audiences through authentic, service-oriented engagement.
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